Nike Recreates French Soccer Star Blaise Matuidi's Inspiring Journey

Uplifting Spot Celebrates a Cultural Influencer

Published On
Apr 07, 2016

Editor's Pick

In this uplifting spot from Wieden & Kennedy Amsterdam, Nike charts the journey of French soccer player Blaise Matuidi from wide-eyed kid to international superstar. The spot begins with a scene where the young Matuidi sees his hero, Nigerian player Jay-Jay Ochoka, scoring on TV. As he grow up, he's inspired to go on and train hard, transcending his background to become a sporting hero and cultural influencer himself. The soundtrack is a remix of Earth Wind & Fire's "Shining Star," by Sebastien.

David Smith and Craig Williams, W&K Amsterdam Creative Directors, said: "Blaise Matuidi is an infectious footballer, his style and swag, on and off the pitch, has made him a beacon of French popular culture. Just google "charo life" to feel the Blaise effect."

The spot is running on TV in France and will roll out globally via digital channels. It was directed by Fleur + Manu through Division Films.


Apr 07, 2016
Brand :
Client :
Agency :
Wieden & Kennedy-Amsterdam
Senior Brand Communications Director :
Ed Collin
Brand Communications Director :
Nick Kettelhake
Executive Creative Director :
Eric Quennoy
Executive Creative Director :
Mark Bernath
Creative Director :
Craig Williams
Creative Director :
David Smith
Art Director :
Sebastien Partika
Copywriter :
Edouard Olhagaray
Head of Broadcast Production :
Joe Togneri
Broadcast Producer :
Elissa Singstock
Creative Planner :
Stéphane Missier
Communications Planner :
Josh Chang
Digital Strategist :
Greg White
Group Account Director :
Kathryn Addo
Account Director :
Tim Ryan
Account Manager :
Jorge Fesser
Project Manager :
Loes Poot
Business Affairs :
Kacey Kelley
Film Production Company :
Division Films
Director :
Fleur and Manu
Director, Photography :
Steve Annis
Producer :
Jules De Chateleux
Executive Producer :
Jules De Chateleux
Editing Company :
Whitehouse Post London
Editor :
Russell Icke
Audio Post :
Wave Studios Amsterdam
Audio Post :
Grand Central Studios
Music title and Artist :
"Shining Star" (Sebastian Remix)
Original Music Composer :
Earth, Wind & Fire (Remixed by Sebastian)
Remix :
Ed Banger Records
Post Production :
Glassworks Amsterdam
Flame Artist :
Morten Vinther
Flame Artist :
Kyle Obley
3D :
Rudiger Kaltenhauser
Telecine :
Daniel De Vue
Producer :
Anya Kruzmetra
Producer :
Christian Downes
Media Agency :
Mindshare Paris
Digital Agency :
RGA London

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